Power Brands : Measuring, Making, and Managing Brand Success

by Hajo Riesenbeck; Jesko Perrey

• ISBN13: 9783527502820
• ISBN10: 3527502823
• Format: Hardcover
• Copyright: 2007-03-01
• Publisher: Wiley-VCH

Summary

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.

Author Biography

Hajo Riesenbeck joined McKinsey Duesseldorf as consultant in 1979. He was elected to Principal in 1985 and to Director in 1991. He has been serving clients across a range of industries, e.g., consumer goods, financial services, branded industrial products, retail, transportation and chemical companies. He is one of the leaders of McKinsey's Global Marketing Practice and was co-author of the first two editions of Mega-Macht-Marke (Engl.: Power Brands: Measuring, Building, and Managing Brand Success) in 2004 and 2005, along with numerous articles and speeches on marketing.

Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Duesseldorf office which he joined in 1999. He is a member of McKinsey's European Marketing & Sales Practice as well as of the European Retail Practice. Furthermore, he is the European leader of the Branding & Marketing Spend Effectiveness Sub-Center and is co-author of Mega-Macht-Marke (Engl.: Power Brands: Measuring, Managing, and Mastering Brand Success) (2004 and 2005).

Table of Contents

What Brands Can Do, and What Makes Them Strong

What brands mean for consumers and companies

The Secret of Strong Brands

McKinsey BrandMatics

Measuring Brands

The Brand Relevance Tachometer: Assessing the Relative Importance of Brands

Market Segmentation: Identifying and Selecting the Right Target Groups

The Brand Diamond: Developing a Precise Understanding of Brand Image

The Brand Purchase Funnel: Measuring and Quantifying Brand Performance

Making Brands

Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth

Pathways Analysis: Defining and Synthesizing the Brand Promise and Putting it into Operation

Brand Portfolio Management: Coordinating Multi-Brand Strategies Systematically

The Brand Personality Gameboard: Enriching Brands with the Right Emotions. Interview with Prof. Dr.-Ing. Wolfgang Reitzle (Consistency takes absolute priority)

Managing Brands

Marketing RoI: Quest for the Holy Grail

The Brand Cockpit: Collecting and Using Data Systematically and Effectively

Brand Delivery: How to Bring the Brand Promise to Life across all Customer Touch Points

The Brand Organization: Systems and Requirements

Involving External Service Providers: True Partnerships that Lead to Joint Success. Interview with Chris Burggraeve: (New Models and Measurements to Stay the Number One Global Brand in the Digital Age)

Power Brands: Ten Perspectives

Table of illustrations

Selected bibliography

Companies and products

About the illustrations

About the authors

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